Name *:
Email *:
Date *:
Time *:
Tel. :
 (Optional)

h
i
d
e
/
s
h
o
w

l
e
f
t

l
i
s
t

Chinese Fast Food Industry

Add to Favorites
中国的快餐业要借鉴什么
What the Chinese Fast Food Industry Should Learn
主持人: 麦当劳自从九零年进入中国以来,现在已经发展到有将近六百家餐馆啊,在中国。那么,最近又有消息说,它们准备在中国开展特许经营制度。能不能先请你给我们介绍一下,特许经营到底是怎么个做法?
Host: Since beginning operations in China in 1990, McDonald's has grown to where it now has nearly 600 restaurants in the country. Recently, there has been more news that McDonald's is preparing to launch a franchise system in China. Can you please first explain exactly how a franchise works?
受访者:特许经营呢实际上它是一种经营方式,就是说一个具有品牌效应的大企业,它把它的品牌、经营方式,还有就是从供货到生产、到销售一条龙的经营手段以特许经营的方式出借给经营者。那么,经营者呢向品牌企业支付一定的费用,当然它的经营必须要达到品 牌企业的标准。这个标准一般都是比较严格的,因为这是品牌效应嘛,它必须维持品牌的形象。这个方式最好的好处就是不需要你自己再去花钱做市场。因为品牌企业他会集中的,比如说,做电视广告啊,或是进行品牌推广等,所以呢初始投资可能比较大,但是呢在经营过程中会相当顺利。所以呢,现在这个特许经营方式呢已经越来越流行。
Interviewee: A franchise is actually a method of management. That is to say, it is a large enterprise that has, in effect, a trademark. This enterprise takes its trademark, management style, and means of management—from supply to production to marketing—and lends it to managers. A manager, then, must pay a certain fee to the trademark enterprise, and, of course, the manager needs to meet the standards set up by the enterprise. Due to the fact that a trademark is in effect, these standards, in general, are fairly strict so as to protect the image of the trademark. The greatest benefit of a franchise is that a manager does not need to go out on his or her own and spend money creating a market for the products to be sold. Because a trademark enterprise will centralize operations—for example, will produce commercials for television or promote its trademark—the initial investment cost for a manager is fairly substantial, but operations will proceed quite smoothly. As such, the franchise method of business is becoming more and more popular now.
主持人: 麦当劳之所以在全世界所以发展的这么快,它的经营方式是不是它成功的秘诀之一?你觉得它的这种经营方式是不是有很多地方值得中国的快餐业借鉴呢?
Host: Is McDonald's method of management one of the reasons the company has expanded around the globe so quickly and become so successful? Do you feel that China's fast food industry could learn a thing or two from this business model?
受访者:我们都知道麦当劳所经营的产品无非就是汉堡包,加上一些它的附带的产品,很简单产品,但是非常成功。我们知道美国人,在做经营以及市场方面已经是做得相当成功的。举几个简单的产品就可以知道。比如:可口可乐、百事可乐、还有这个麦当劳。它都是以非常简单的产品,但是利用非常强有力的行销售手段来进行经营。所以说它建立了一个王国,麦当劳作最注重的就是儿童,当这些儿童长大了以后呢,他对麦当劳就有依恋情结一样。所以他利用这个手段吸引了一代年轻人。当这些年轻人长大以后呢,他还会继续光顾麦克劳。那么,他们的下一代也会受影响。所以这样一代一代的影响使得麦当劳从美国逐渐蔓延向世界各地。那么,它也不断地根据当地的不同的口味、不同的消费群,推出当地化的一些产品。非常成功地吸引了当地很多不同种族、不同阶层、以及不同年龄层的一些顾客。我们知道中国有很多很多非常值得称道的美食,但是中国在经营方面似乎远远不够。他实际上如果要借鉴麦当劳的经营方法,实际上他有很多产品是可以让全世界、至少是全中国人接受的。
Interviewee: We all know that McDonald's sells nothing else but hamburgers, plus a few other incidental products. Their product line is simple, yet extremely successful. We also know that Americans have been highly successful in the areas of management and the market place. Let me list a few simple products and you'll know what I mean: Coca Cola, Pepsi, and, of course, McDonald's. All of these companies sell simple products, but they operate using exceptionally strong sales strategies. In short, they’ve established their own little kingdoms. McDonald's focuses mainly on children—and after these children grow up they have a longing for McDonald's not unlike some psychological complex. McDonald's uses this strategy to attract a generation of young people, and after these young people grow up, they continue to patronize McDonald's—and their children are affected as well. This generation-by-generation influence has allowed McDonald's to expand beyond the borders of the United States and reach into every corner of the world. McDonald's also continually promotes "local" food specialties based on differing tastes and consumer groups. This strategy has proved highly successful in attracting customers from different races, social strata, and age groups in the local region. We all know that China has an abundance of food delicacies worth praising, but China is still far from where it needs to be in terms of business strategy. In fact, if China could learn from the McDonald’s business strategy, there are a lot of Chinese products that would be accepted by the world, or at least by the Chinese.
改编自:http://gloss.dliflc.edu/Default.aspx